情感品牌依附為企業重要之品牌管理策略。社群媒體成為企業傳遞訊息訴求的有效工具。本研究以Facebook為研究平台，目的為探討社群媒體訊息訴求類型與情感品牌依附之關係。此外，並檢視消費者產品態度對於社群媒體訊息訴求類型與消費者情感品牌依附關係之干擾效果。
本研究以網路電子問卷，採用便利抽樣方法進行調查，透過IBM SPSS Amos路徑分析進行假說檢定。研究結果顯示社群媒體訊息訴求類型與情感品牌依附之間具有顯著正相關，其中，功能訴求對情感品牌依附之影響效果高於情感訴求。此外，本研究亦證實消費者產品態度對於社群媒體訊息訴求類型與情感品牌依附之間具有干擾效果。
據此，企業利用社群媒體傳遞功能訴求與情感訴求，有助於提升消費者對品牌之情感依附。此外，建議先了解消費者產品態度，作為產品定位的參考，進而選擇不同的訊息訴求類型，以達到行銷之有效性並產生綜效，建立良好且長遠之品牌關係。
Emotional brand attachment is an important brand management strategy for firms. Social media has become an effective tool for companies to convey their message appeals. This study uses Facebook as the platform, aiming to explore the relationship be-tween social media message appeal types and emotional brand attachment. Moreover, it examines the moderating effect of consumer product attitudes on the relationship be-tween social media message appeal types and consumer emotional brand attachment.
This study uses an online electronic questionnaire to investigate with convenient sampling methods. Hypothesis verification is performed through IBM SPSS Amos path analysis. The results of this study found that there is a significant positive relationship between social media message appeal types and emotional brand attachment, among which, functional appeals have a higher impact on emotional brand attachment than emotional appeals. In addition, this study also confirms that consumer product attitudes has a moderating effect on the relationship between social media message appeal types and emotional brand attachment.
Firms use social media to convey functional and emotional appeals, which helps to enhance consumers' emotional brand attachment. Furthermore, it is suggested to comprehend consumers' product attitudes as a reference for product positioning, and then to choose different types of message appeals to achieve marketing effectiveness and create synergy, establishing a long-term brand relationship.
